Google opens DV360 for custom pre-bid filtering

Google this month opened DV360 for custom pre-bid filtering from third-party and independent verification vendors. IAS was the first vendor to be enabled for custom pre-bid filtering.

Until now, pre-bid filtering was limited to standard categories like alcohol, violence, and other broadly risky content.

According to Google, custom pre-bid filtering enables advertisers to remain contextually relevant and avoid content that is deemed unsuitable for the brand, based on context, language, sentiment, and emotion.